Vehicle Wrap Advertising: How to Make Every Traffic Jam a Marketing Opportunity
Reprinted from Ask The Expert in the September 2010 Edition of South Jersey Business People
Ask an Expert:Vehicle Wrap Advertising: How to Make Every Traffic Jam a Marketing Opportunity
By Adam Sokoloff
Every week, I am approached by clients and networking partners with inquires on vehicle wraps. They ask all kinds of questions about how we get the ‘stuff ’ on the car, how long it lasts and why so many communication and marketing directors are branding their fleets these days. The best answer I can offer might be to start with a few statistics on wraps.
- The American Trucking Association (ATA) reported 91% of people surveyed do notice vehicle graphics. Further, 70% of consumers will form an impression of a company based on a vehicle wrap.
- The Traffic Audit Bureau for Media Measurement demonstrated that a vehicle can generate between 30K – 70K impressions daily.
- According to 3M (a prominent tape and vinyl substrate provider) a company would need to spend $130,000 in advertising dollars to produce the same effects of a $3,500 vehicle wrap.
In fact, the Outdoor Advertising Association of America found that 96% of respondents felt vehicle wrap advertising was more effective than advertising through many other traditional methods. If you’re wondering why the numbers are so staggering, consider how often you drive your vehicle. Now, consider if you have a business, how often your high impact mobile billboard will be viewed by others.Add to this a few strategic moves after your wrapped and you have a great recipe for lead generation. It’s easy to see why a wrap is worth it.
A wrap in itself might be described as a high quality, stretchable material being adhered around the curvature of a vehicle. The material is a specialty vinyl which becomes more moldable when heated. Typically, the graphics are printed on a large format printer in panels. Each panel is pieced onto the vehicle to form the design.When premium material is used, it lasts 3-5 years with proper care.
Installation of the vehicle wrap is almost as important as the design itself. Most wraps should be done by certified installers with years of experience. To understand the concept, think about wrapping a present with lots of curve, like a basketball in a box. Getting the paper around the fl at parts is easy, but if you aren’t careful, you end up with lots of wrinkles around the round basketball. As I’m sure you can imagine bumpers, door handles and grills take a lot of experience and practice to get just right.
Since each wrap is custom, we can easily alter the placement of a design for consistency in branding. For example, many fleets contain a mix of work trucks and passenger vehicles. The graphics are rescaled to accommodate the size and curvature of the vehicle. If you are considering fleet vehicle branding, it’s important to make sure your designer understands the use of templates and how to accurately size the files for printing.
Once you’ve been wrapped, your high impact mobile billboard should be incorporated into your business marketing plan whenever possible. Simply, this means driving the vehicle regularly, parking strategically and, of course, taking the vehicle to job sites.Depending on the scope of your business, also consider attending community events and offering promotions directly out of your vehicle. If you don’t have a vehicle for your business, you may also consider wrapping an item integral to your business, such as an ice cream cart, windows, walls or even table tops.
So, vehicle wraps offer an excellent marketing opportunity for your business. They allow fantastic visibility on and off the road when strategically used to promote your business. Since they last 3 – 5 years, the effects of your high impact mobile billboard make every traffic jam a marketing opportunity. If a wrap is right for your business, make sure it’s designed by a design professional that understands the best way to get you the most return.That wraps it up!
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Sunrise Signs - Custom Wraps and Graphics is a national provider of high quality, creative vehicle wraps, signs and graphics. Located in Gloucester City NJ, and part of Greater Philadelphia, Sunrise can design, print, and install your graphics from points coast to coast wherever the sun may rise. Contact us today at 877-54-SIGNS (74467) for all of your fleet vehicle graphics and signage needs.